贊助商搜尋廣告（Sponsored Search Advertising, SSA）逐漸成為企業推廣品牌、產品、或服務的的重要廣告媒介。因 SSA 本身基於消費者需求擬定策略的特性，企業廣告可以更有效地抓住目標客戶的需求，進而提高廣告轉換的成效。然而，關鍵字的篩選成為企業日常工作中極具挑戰的一部分，例如企業在顧及廣告預算的前提下，大多數的員工需要基於自身對推廣產品、廣告頁面、目標客戶的理解，從大量的候選關鍵字精挑細選出最具潛力的數十個關鍵字作為投放贊助商搜尋廣告的關鍵字組。因此，SSA 的管理不應受到員工自身認知的限制，也需要建立一套能夠實際應用於企業的關鍵字篩選邏輯。
本研究以關鍵字與關鍵字組的觀點為基礎，探討模糊度如何影響 SSA 廣告績效。研究架構將「關鍵字長度」作為調節變數，以檢測不同觀點下的廣告績效是否會受到調節作用的影響。本研究採用統計分析，以物聯網自動化產業的企業為研究對象，最終取得三筆廣告績效，分別是 AI、節能減碳以及無線技術三個不同的廣告主題。研究結果顯示，不論是基於關鍵字或關鍵字組的觀點，關鍵字的模糊度與關鍵字組的模糊度對廣告績效皆具有顯著的影響。同時，關鍵字長度的調節效果同樣在統計分析後獲得支持。
本研究的主要貢獻在於將關鍵字模糊度延伸至關鍵字組的模糊度，說明模糊度的價值不僅在於判斷單一關鍵字的潛力，更在於協助企業判斷用於廣告投放的關鍵字組是否可以有效地抓住目標客戶的流量、提升廣告的效益。此外，透過物聯網自動化產業的廣告績效資料，也進一步說明模糊度亦可被相關產業的企業納入現有的關鍵字篩選策略，建立更完善的流程。

Sponsored Search Advertising (SSA) is an important approach for companies to promote brands, products and services. Because SSA focuses on consumers’ demand, it helps companies reach their truly needs and achieve better ad performance. However, it is very difficult to select the right keywords. Normally, employees have to select strongly potential keywords from billions of keywords based on their limited budget and their personal understanding of products. Therefore, the selection of keywords should not be based solely on human guesses. Companies need logical and practical rules to select keywords.
The study examines both the perspective of the single keyword and the keyword portfolio to see how ambiguity influences ad performance. The keyword length testing helps determine whether the results change due to its moderating effect. This study uses statistical analysis of real advertising datasets from companies in the IoT automation industry. The datasets cover three advertising topics, including artificial intelligence, energy saving and wireless technology. The results show that both the ambiguity of single keywords and the ambiguity of keyword portfolio strongly affect ad performance. The moderating effect of keyword length is also supported by statistical analysis.
The main contribution of the study is the extension of keyword ambiguity to the keyword portfolio ambiguity. This shows that ambiguity is useful not only for evaluating a single keyword. It also helps companies to see whether a keyword portfolio can capture the right consumer traffic and improve ad performance. Finally, this study, using real data from the IoT industry, shows that companies can add these logics to their current strategy to construct better keyword selection processes.

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